Brace yourself. A social media and advertising campaign by Dara - PowerPoint PPT Presentation

Brace yourself. A social media and advertising campaign by Dara Burg, Darby Emmett, Kayla Greenwood, Jamie Gwaltney, and Caroline Metzler

What is clubfoot? What is MiracleFeet?

MiracleFeet’s Needs A call to action for donations A positive tone to increase sharing and awareness A campaign to work with a low budget A connection to the traffic already on their website from soccer communities

Objectives: Drive traffic to MiracleFeet’s website Increase donations Increase awareness of clubfoot Convert allies in soccer community into advocates and donors

#BraceYourselfChallenge

Brace yourself... is a call to action is an attention-grabbing alert to our cause is a link between the challenge & MiracleFeet through the word “brace”

Explore our videos and our #BraceYourselfChallenge graphics on Instagram @braceyourselfchallenge.

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Why simplicity? Research conducted by CEB found that simplified content leads to an 86% higher chance of donation. Experiments have shown that ads displaying complex statistics about past success are not effective in getting people to donate. Source: CEB & CMPO

Why Spanish? Spanish-speaking individuals make up a large portion of soccer fans. Creating ads in Spanish is a way to appeal to these groups and draw them to MiracleFeet’s website and the Brace Yourself campaign. Source: MRI Reports

Media Buying Decisions PAID DIGITAL: PAID PRINT: Soccer magazines - Fuel Soccer 15/30 second video cut from long video at sporting events - Horse Show, Carolina Magazine, Soccer America Hurricane Games, UNC Football, etc. Spanish-language magazines - EARNED : Alma, Vanidades Programs at sporting events - Most of our media will be earned media, Including print ads in programs at but there is potential to sponsor posts on hockey games or baseball games Facebook/Twitter for more reach.

Continuing the brand experience Keep donors engaged after their initial contribution by emailing them updates on children’s stories who benefitted from braces and their donations. Continue interaction with brand past social media, because 92% of adults use email. Email sharing is most common among positive emotional stories. Source: Campaign Monitor & Psychology Today

Your Turn.